---
version: alpha
name: "Volkswagen"
description: "Volkswagen.com is the friendly-German face of the people's car — distinct from Audi's monochrome luxury and BMW's corporate-blue formality. The canvas is bright white, the brand voltage is a **deep cobalt-navy** (`#001e50`) that has anchored VW marketing since the post-war era, and a brighter electric-cyan accent (`#00b0f0`) carries the ID. EV sub-brand. Type runs **VW Head** (display) and **VW Text** (body) — bespoke 2019 family by MetaDesign / VW — paired with friendly soft-modernist 8–12px radii on cards. The signature visual move: **circular VW roundel + cobalt-navy CTA + happy-family environmental photography** — Golf, Tiguan, ID.4, ID.Buzz — the universal-mobility mood the brand has owned for seven decades."
colors:
  bg: "#ffffff"
  bg-soft: "#f4f5f7"
  bg-card: "#ffffff"
  bg-strong: "#e8eaee"
  bg-dark: "#001e50"
  bg-dark-elev: "#0a2e6a"
  bg-deep: "#000914"
  bg-id: "#00b0f0"
  surface: "#ffffff"
  surface-soft: "#f4f5f7"
  surface-card: "#ffffff"
  surface-table: "#fafbfc"
  text: "#3c3c3c"
  text-strong: "#1a1a1a"
  text-ink: "#001e50"
  text-muted: "#6a7280"
  text-faint: "#9aa3ad"
  brand: "#001e50"
  brand-hover: "#000f2c"
  brand-deep: "#000914"
  brand-disabled: "#cdd5df"
  brand-id: "#00b0f0"
  brand-id-deep: "#0090d0"
  on-brand: "#ffffff"
  on-dark: "#ffffff"
  on-dark-soft: "#bcc6d2"
  on-id: "#001e50"
  accent-r-line-red: "#cb2026"
  accent-gti-red: "#cb2026"
  border: "#dde1e6"
  border-strong: "#b6bdc7"
  border-soft: "#eceef1"
  border-on-dark: "rgba(255,255,255,0.18)"
  link: "#001e50"
  link-hover: "#0040a0"
  ring: "#001e50"
  shadow-soft: "rgba(0,30,80,0.06)"
  shadow-elev: "rgba(0,30,80,0.12)"
  shadow-deep: "rgba(0,9,20,0.32)"
  success: "#1f8b46"
  warning: "#f0a020"
  danger: "#cb2026"
  info: "#00b0f0"
typography:
  display:
    fontFamily: "VW Head"
    fontSize: "72px"
    lineHeight: 1.55
    letterSpacing: "-0.01em"
  body:
    fontFamily: "VW Text"
    fontSize: "16px"
    lineHeight: 1.55
  mono:
    fontFamily: "JetBrains Mono"
rounded:
  button: "8px"
  card: "12px"
  pill: "9999px"
spacing:
  xs: "4px"
  sm: "8px"
  md: "16px"
  lg: "48px"
  xl: "96px"
---

## Overview

## Overview

Volkswagen.com is the friendly-German face of the people's car — the brand that sells **everyday mobility with confidence**. Distinct from Audi's monochrome luxury, distinct from BMW's corporate-blue formality, VW occupies a third register: **welcoming-engineered**. The page opens onto a bright white canvas with the **circular VW roundel** anchored top-left of a thin nav, and an immediate full-bleed photograph of a Golf in city light, a Tiguan on a family road trip, an ID.4 charging at home, or an ID.Buzz parked at a beach with surfboards on the roof. The photography mood is **everyday-aspirational** — universal, friendly, optimistic.

The colour mood is **cobalt-navy and people's-car blue**. VW's signature voltage — the deep `#001e50` cobalt-navy that has anchored the brand since the post-war era — carries every primary CTA, every selected state, every link. Surrounding it, a near-monochrome neutral system in slightly cool whites (`#ffffff` / `#f4f5f7` / `#e8eaee`) provides the ground. The dark band (`#001e50` itself, the brand colour) is reserved for hero photography backdrops and brand-statement moments. A bright **electric cyan** (`#00b0f0`) carries the **ID. EV sub-brand** — the ID.3, ID.4, ID.5, ID.7, ID.Buzz family — and provides the brand's only chromatic-contrasting moment.

Typography is the **VW Head + VW Text duo** — bespoke 2019 by MetaDesign / VW Group. Display sets in VW Head at weight 700 with negative tracking on hero sizes; body sits in VW Text at weight 400. The two-cut family follows the VW Group internal pattern: a tighter display cut for headlines, a looser body cut for paragraph legibility. Headlines like "We make the future real", "ID.7 Tourer", or "Das Auto" land at 56–72px with `-0.005em` to `-0.01em` tracking — confident, friendly, never austere.

The signature visual move is the **circular roundel + cobalt-navy pill CTA + happy-family environmental photography** triplet. Unlike Audi's sharp monochrome rectangle or BMW's right-angle precision, **VW commits to pill-radius CTAs** (9999px) — the friendly geometry that softens the brand from German-engineering severity into people's-car approachability. Cards use 12px radii — soft-modernist, family-friendly, distinctly different from Audi's sharp 0-radius rectangles. The roundel itself is the only logomark — never substituted with "Volkswagen" wordmark, which would feel formal and lose the brand's quick-recognition warmth.

Motion is **friendly-controlled**: a gentle parallax on hero photography, video autoplay-with-audio-off on Golf / ID.Buzz pages, fade-in-on-scroll for content blocks. The brand uses motion to communicate **everyday usability** — not luxury restraint, not American truck swagger, not tech-industry speed.

**Key Characteristics:**
- White canvas (`#ffffff`) with cobalt-navy (`#001e50`) hero bands and ID. cyan (`#00b0f0`) sub-brand bands
- VW Cobalt Navy (`#001e50`) — the post-war brand voltage — as the singular primary action
- ID. Electric Cyan (`#00b0f0`) reserved for the EV sub-brand exclusively
- VW Head + VW Text bespoke duo, two-weight discipline (400 body, 700 display)
- **Pill-radius CTAs** (9999px) — friendly-German, distinguishing from Audi/BMW rectangles
- **Soft 12px card radii** — soft-modernist family-friendly geometry
- Full-bleed everyday-aspirational photography (city light, family road trips, charging at home)
- Uppercase section eyebrows at 13/700/0.10em — friendly-German tradition
- The circular VW roundel is the only logomark — never wordmark
- Generous 96–128px section padding, 12-column grid
- GTI/R-line red (`#cb2026`) reserved for performance content only
- "Configure" as the configurator entry verb — German automotive standard

## Colors

### Primary
- **VW Cobalt Navy** (`#001e50`): The post-war brand voltage (rgb 0, 30, 80). Deep, slightly-warm navy. Appears on every primary CTA, every selected state, every link, and the roundel itself.
- **Pure White** (`#ffffff`): Page canvas, card surface, default ground.

### Brand & Dark
- **Surface Dark** (`#001e50`): The brand's own cobalt-navy used as hero band ground for Golf / Tiguan / brand-statement moments.
- **Surface Dark Elevated** (`#0a2e6a`): Cards, panels on the navy band.
- **Deep Navy** (`#000914`): Footer, press-release ground — the deepest the page gets.
- **VW Roundel**: Always rendered in monochrome navy-on-white or white-on-navy — never coloured, never gradient, never with internal lettering colour shifts.

### Accent (ID. EV Sub-brand)
- **ID. Electric Cyan** (`#00b0f0`): The ID. EV sub-brand voltage (rgb 0, 176, 240). Bright, optimistic, future-leaning. Used on ID. hero bands, ID. badges, ID. CTA fills (with navy text). Never on combustion-engine model pages.
- **ID. Cyan Deep** (`#0090d0`): Pressed/active state for ID. CTAs.

### Accent (Performance / R-line / GTI)
- **GTI Red** (`#cb2026`): The signature GTI red since 1976. Reserved for GTI / R-line / Performance content only. Never decorative.

### Interactive
- **Link** `#001e50` — body-text inline links
- **Link Hover** `#0040a0` — slight brightening on hover
- **Disabled** `#cdd5df` — desaturated grey-blue
- **Focus** — 2px `#001e50` outline with 2px offset

### Neutral Scale
- **Ink** `#001e50` — primary headings (cobalt navy, not pure black)
- **Body Strong** `#1a1a1a` — emphatic body
- **Body** `#3c3c3c` — paragraph default
- **Muted** `#6a7280` — captions, metadata
- **Faint** `#9aa3ad` — disabled labels
- **Hairline Strong** `#b6bdc7` — input borders
- **Hairline** `#dde1e6` — divider
- **Hairline Soft** `#eceef1` — subtle dividers
- **Surface Strong** `#e8eaee` — divider band
- **Surface Soft** `#f4f5f7` — section alternation
- **Canvas** `#ffffff`

### Surface & Borders
- Light surface tiers cascade `#ffffff` → `#fafbfc` → `#f4f5f7` → `#e8eaee`
- Dark tiers cascade `#001e50` → `#0a2e6a` → `#000914` (deepest)
- Borders are always 1px solid; soft 8–12px radii on most surfaces.
- Cards lean on background contrast + 1px hairlines + soft shadows on hover.

### Shadow Colors
VW uses **navy-tinted black** at low opacity:
- **Card** `rgba(0,30,80,0.06) 0 2px 6px`
- **Elevated** `rgba(0,30,80,0.12) 0 8px 24px`
- **Modal** `rgba(0,9,20,0.32) 0 24px 64px`

The navy tint matches the brand-blue commitment without overwhelming the photograph.

### Semantic
- **Success** `#1f8b46` — confirmation, "in stock"
- **Warning** `#f0a020` — limited offer
- **Danger** `#cb2026` — error (also GTI red)
- **Info** `#00b0f0` — informational badges (also ID. cyan)

## Typography

### Font Family
- **Display**: `"VW Head"` — bespoke MetaDesign 2019 family. Tighter than VW Text, drawn for confident display. Weights 400, 500, 600, 700.
- **Body**: `"VW Text"` — bespoke companion family for paragraph legibility. Weights 400, 500, 700.
- **VW family lineage**: an evolution of VW's earlier "Volkswagen Sans" and "Volkswagen Serial", modernized for digital. The two-cut display/text approach mirrors the VW Group internal pattern (Audi Type, BMW Type Next).
- **Fallback chain**: `"Helvetica Neue", system-ui, -apple-system, BlinkMacSystemFont, "Segoe UI", Helvetica, Arial, sans-serif`
- **Mono**: SF Mono / Menlo — used only on developer-facing surfaces
- **OpenType features**: kern, liga (default ligatures only).

### Hierarchy

| Role | Font | Size | Weight | Line Height | Letter Spacing | OT | Notes |
|------|------|------|--------|-------------|----------------|----|-------|
| Display Hero | VW Head | 72 | 700 | 1.06 | -0.01em | kern, liga | Homepage hero — model name |
| Display XL | VW Head | 56 | 700 | 1.10 | -0.005em | kern, liga | Subsidiary hero |
| Display LG | VW Head | 42 | 700 | 1.14 | 0 | kern, liga | Section opener |
| Display MD | VW Head | 32 | 700 | 1.18 | 0 | kern, liga | Sub-section |
| Display SM | VW Head | 24 | 700 | 1.25 | 0 | kern, liga | Card header |
| Title LG | VW Head | 20 | 700 | 1.30 | 0 | kern, liga | Module title |
| Title MD | VW Head | 18 | 600 | 1.40 | 0 | kern, liga | List item title |
| Title SM | VW Head | 16 | 600 | 1.40 | 0 | kern, liga | Compact label |
| Body LG | VW Text | 18 | 400 | 1.55 | 0 | kern, liga | Lead paragraph |
| Body MD | VW Text | 16 | 400 | 1.55 | 0 | kern, liga | Default paragraph |
| Body SM | VW Text | 14 | 400 | 1.55 | 0 | kern, liga | Secondary copy |
| Caption | VW Text | 12 | 400 | 1.40 | 0.04em | kern, liga | Image captions |
| Label Uppercase | VW Head | 13 | 700 | 1.30 | 0.10em | kern, liga | Section eyebrow — UPPERCASE |
| Button | VW Head | 14 | 700 | 1.00 | 0.04em | kern, liga | CTA label |
| Nav Link | VW Text | 14 | 500 | 1.40 | 0.02em | kern, liga | Top-level nav |
| Micro | VW Text | 11 | 400 | 1.40 | 0.05em | kern, liga | Footer fine print |
| Code | Mono | 13 | 400 | 1.50 | 0 | — | Developer docs only |

### Principles
- **Two-family discipline**: VW Head for display and titles, VW Text for body and captions. Don't mix.
- **400 body / 700 display**: weight contrast is the brand's voice.
- **Negative tracking on display only.** -0.005em to -0.01em on hero copy gives the headline a confident, friendly-bulletin feel.
- **Uppercase section eyebrows** at 13/700/0.10em — wider than Audi's 0.14em (more friendly), narrower than American magazine display.
- **CTA labels in mixed case OR uppercase**, depending on context. Marketing CTAs ("Configure", "Find a Dealer") often appear in mixed case Title-style on the live site, occasionally uppercase for emphasis.
- **Body never tracks.** Paragraph copy sits at 0 tracking.
- **No italic in display.** Italic appears in press-release datelines and citation footnotes only.
- **VW Text vs system Helvetica**: prefer VW Text everywhere; system Helvetica is acceptable fallback only.

## Layout

### Spacing System
- Base **8px**. Scale 4, 8, 12, 16, 24, 32, 48, 64, 96, 128, 160.
- Section padding 96–128px on desktop, 64–96px on tablet, 48–64px on mobile.
- Card gap 24–32px in grids.
- Button padding `14px 32px`.

### Grid & Container
- 12-column grid, 1440px max content width, 24px gutters
- Hero is full-bleed (100vw, 88vh)
- Vehicle card grid is 4-up at desktop, 2-up tablet, 1-up mobile

### Whitespace Philosophy
VW uses whitespace as **welcoming whitespace** — the spacing reads as friendly-confident rather than luxury-restrained. Sections breathe at 96–128px so the everyday-aspirational photograph dominates, and surrounding copy reads as supporting voice. The brand commits to **mainstream pacing** — not luxury, not minimalism, but generous everyday clarity.

### Section Cadence
- The brand rhythm is **white → grey-soft → white → cobalt-navy → cyan (if ID.) → white → footer**
- Hero (cobalt-navy or white) → vehicle grid (white) → feature row (grey-soft) → spec table (white) → ID. band (cyan, when EV story) → CTA band (cobalt-navy) → footer (deep navy)

### Breakpoints
| Name | Width | Key Changes |
|------|-------|-------------|
| Mobile | <600 | Single column; hamburger nav; hero text 32px; CTA stacks; vehicle cards 1-up |
| Tablet | 600–1024 | 2-column vehicle grid; hero 48px; nav stays horizontal but condensed |
| Desktop | 1024–1440 | 4-column vehicle grid; full mega-menu; hero 56–72px |
| Wide | 1440–1920 | Content centred at 1440 max-width |
| Ultra | >1920 | Hero photography scales to fill |

### Touch Targets
- Buttons 48×48 minimum
- Nav links 44px tap area
- Configurator tiles 64×64 minimum

### Collapsing Strategy
- Nav: horizontal → hamburger drawer at <1024
- Vehicle grid: 4 → 2 → 1
- Spec tables: horizontal scroll on mobile
- Hero CTA pair: side-by-side → stacked at <600

### Image Behavior
- Hero images responsive across breakpoints, fill viewport
- `object-fit: cover` on hero, `object-fit: contain` on transparent-PNG renders
- Lazy-load below the fold

### Container Queries
Used selectively on configurator panel.

## Elevation & Depth

| Level | Treatment | Use |
|-------|-----------|-----|
| 0 | Flat | Default state for cards, inputs, buttons |
| 1 | `rgba(0,30,80,0.06) 0 2px 6px` | Sticky nav on scroll, light card hover |
| 2 | `rgba(0,30,80,0.12) 0 8px 24px` | Vehicle card hover, mega-menu overlay |
| 3 | `rgba(0,9,20,0.32) 0 24px 64px` | Modal dialogs |
| 4 | Frost — `rgba(255,255,255,0.92)` + blur 12px | Image-overlay info panel on hero |
| 5 | Inner glow — `inset 0 0 0 2px #001e50` | Selected configurator tile |

### Shadow Philosophy
VW uses **navy-tinted black** shadows — a subtle blue undertone matching the brand voltage. The tint communicates chromatic loyalty without overwhelming the photograph. Cards lift on hover; the soft 12px radius + subtle navy shadow combination is the brand's depth grammar.

## Shapes

| Tier | Value | Use |
|------|-------|-----|
| None | 0 | Tables, dividers, image edges |
| Micro | 2 | Form-error indicator |
| Standard | 4 | Tooltip — rare |
| Comfortable | 8 | **Configurator tiles, inputs, small cards** |
| Relaxed | 12 | **Vehicle cards, feature cards, modals — VW's primary radius** |
| Featured | 16 | Hero-overlay info panel |
| Pill | 9999 | **All buttons + badges — VW's signature CTA shape** |

The combination of **pill buttons + 12px soft cards** is VW's distinctive geometry — friendlier than Audi/BMW, slightly more soft-modernist than Ford, but still anchored in German-engineering precision through the cobalt-navy chromatic discipline.

## Components

### Buttons
VW CTAs are **pill-radius** (9999px) — the friendly-German geometry that softens the brand from luxury severity into people's-car approachability. Where Audi's monochrome rectangle reads as engineering, VW's navy pill reads as **welcoming-engineered**.

**Primary CTA** — the cobalt-navy pill:
- Background `#001e50`, text `#ffffff`, font 14/700, `0.04em` tracking
- Padding `14px 32px`, radius `9999`, no border
- Transition `background 0.2s ease`
- Hover background `#000f2c`
- Disabled background `#cdd5df`, text `#9aa3ad`
- Use case: Configure, Find a Dealer, Test Drive, Build Your VW

**Ghost (Light)** — secondary on light surfaces:
- Background transparent, text `#001e50`, border `1px solid #001e50`
- Same padding/typography as primary, pill radius
- Hover: bg `#001e50`, text `#ffffff` (full inversion)

**On-Dark Primary** — primary on cobalt-navy hero band:
- Background `#ffffff`, text `#001e50` (full inversion)
- Same padding/typography, pill radius

**On-Dark Ghost** — secondary on cobalt-navy band:
- Background transparent, text `#ffffff`, border `1px solid #ffffff`
- Hover: bg `rgba(255,255,255,0.1)`

**ID. CTA** — for ID. EV sub-brand contexts:
- Background `#00b0f0`, text `#001e50`, font 14/700
- Padding `14px 32px`, radius `9999`
- Hover: bg `#0090d0`
- Use case: ID. configurator, ID. Charging Network sign-up

**Text Link with Arrow** — inline action:
- Text `#001e50`, font 14/700 with arrow glyph `→`
- Underline on hover; colour deepens slightly

### Cards

**Vehicle Card** — the showroom workhorse:
- Background `#ffffff`, border `1px solid #dde1e6`, radius **12** (soft)
- Padding `24px`
- Top: 16:9 transparent-PNG model render
- Below image: optional ID./GTI/R-line badge, model name in 24/700, MSRP starting line, "Configure" CTA
- Hover: card lifts 2px with `rgba(0,30,80,0.06) 0 8px 24px` shadow

**Feature Card** — for technology callouts (DSG, IQ.DRIVE, We Connect):
- Background `#f4f5f7`, no border, radius 12
- Padding `32px`
- Used in 3-up grids on technology pages

**Hero Band Card** (dark navy):
- Sits inside a `#001e50` band
- Background `#0a2e6a`, text white, border `1px solid rgba(255,255,255,0.18)`
- Padding `48px`, radius 12

**Hero Band Card** (ID. cyan):
- Sits inside a `#00b0f0` band
- Background `rgba(255,255,255,0.12)`, text `#001e50`
- Padding `48px`, radius 12

### Configurator Tile
- Background `#ffffff`, border `1px solid #dde1e6`, radius **8** (slightly less soft than cards)
- Padding `16px 20px`
- Selected: border `2px solid #001e50` with subtle inner glow

### Badges

**Standard Badge**:
- Background `#e8eaee`, text `#001e50`
- Font 11/700 uppercase `0.10em`
- Padding `4px 12px`, radius 9999 (pill)

**ID. Badge** — for EV models:
- Background `#00b0f0`, text `#001e50`

**GTI / R-line Badge** — for performance:
- Background `#cb2026`, text `#ffffff`

### Inputs
- Background `#ffffff`, border `1px solid #b6bdc7`, radius **8** (soft, friendlier than Audi's sharp 0)
- Padding `12px 16px`, font 16/400 VW Text
- Focus border `#001e50`, no shadow, 2px ring offset
- Floating label pattern: label inside on rest, animates to top on focus/value
- Error: border `#cb2026`, helper text `#cb2026` 13/400 below

### Navigation
- White background, 72px height, 1px bottom border `#dde1e6`
- VW circular roundel 48×48 at far left — monochrome navy on white
- Primary nav links (Models / ID. / Sustainability / Shop / Owners) 14/500 with `0.02em` tracking, `#001e50`
- Hover: text stays `#001e50`, but reveals 2px underline that grows from left
- Mega-menu opens on hover: full-width white panel, 5-column model grid (Compact / SUV / ID. / Commercial / Performance)
- Sticky on scroll with subtle navy-tinted shadow

### Tooltips & Toasts
- Tooltip: `#001e50` background, white text 12/400, padding `8px 12px`, radius 8 (soft)
- Toast: `#001e50` background, white text, fixed bottom-right, slide-in 300ms

### Modal
- Overlay `rgba(0,9,20,0.6)`
- Dialog `#ffffff`, radius 12 (soft), padding `48px`, max-width 720
- Close icon top-right

### Tabs (Specs Pages)
- Underline tabs, 14/500, `#6a7280` inactive, `#001e50` active with 2px bottom border

### Easing
- **Standard**: `cubic-bezier(0.4, 0, 0.2, 1)` — Material-style for most transitions
- **Emphasized**: `cubic-bezier(0.2, 0, 0, 1)` — slower entry for hero parallax and ID. reveal sections

### Duration
- **Fast** 150ms — colour transitions on hover
- **Standard** 250ms — opacity fades, mega-menu reveal
- **Slow** 400ms — hero parallax, video poster fades

### Per-Component Recipes
- **Primary button hover**: `background 0.2s ease`. No lift, no scale.
- **Vehicle card hover**: card lifts 2px translateY + shadow intensify 250ms
- **Mega-menu reveal**: opacity + 8px translateY 250ms emphasized
- **Hero parallax**: image scrolls at 0.7× speed of viewport; disabled on prefers-reduced-motion
- **Configurator tile select**: border weight + colour transition 200ms
- **Nav-link underline grow**: scaleX on a 2px pseudo-element, origin left, 250ms emphasized

### Page Transitions
Hard cuts on route change. Configurator step transitions use opacity 250ms.

### Reduced Motion
Honoured at the CSS level: parallax disables; video autoplay pauses; carousel auto-advance pauses; opacity-only transitions remain.

### Contrast Pairs
- **Ink on White** — `#001e50` / `#ffffff` = **14.6:1** — AAA all sizes
- **Body on White** — `#3c3c3c` / `#ffffff` = **9.7:1** — AAA
- **Muted on White** — `#6a7280` / `#ffffff` = **4.7:1** — AA Normal
- **White on Cobalt Navy** — `#ffffff` / `#001e50` = **14.0:1** — AAA
- **Navy on ID. Cyan** — `#001e50` / `#00b0f0` = **5.4:1** — AA Normal, AAA Large
- **GTI Red on White** — `#cb2026` / `#ffffff` = **5.7:1** — AA Normal, AAA Large
- **Disabled** — `#9aa3ad` / `#ffffff` = **2.8:1** — fails AA Normal, used only for disabled

### Focus Indicators
- 2px solid `#001e50` outline with 2px offset on every interactive element
- On dark bands, focus uses 2px solid white with 2px offset
- `:focus-visible` only — not on mouse click

### ARIA & Patterns
- Mega-menu uses `aria-haspopup="menu"` and `aria-expanded`
- Configurator step uses `role="tablist"` with `aria-selected`
- Modal dialogs trap focus, label via `aria-labelledby`, dismiss on Esc
- ID. sub-brand pages communicate the EV context via `aria-label="ID. electric vehicle range"`

### Keyboard Nav
- Tab order: roundel → primary nav → utility (account, locator) → main content → CTA
- Configurator: arrow keys move between trim tiles; Space selects
- Carousel: arrow keys move slides

### Screen Reader Hints
- VW roundel uses `aria-label="Volkswagen homepage"`
- Model names announced as full ("Volkswagen ID.4 Pro S") not abbreviated
- ID. badge announced as "I-D dot" — phonetic clarity
- Spec tables use proper `<th scope="col">` and `<th scope="row">` semantics

### Reduced Motion
Honoured (see §8).

### Tone
**Friendly-German, plainspoken, optimistic.** VW writes like a thoughtful neighbour who happens to be an engineer. Sentences are declarative and welcoming: "We make the future real." "Das Auto." "ID.Buzz. The bus is back." The voice is neither austere (Audi) nor formal (BMW) nor playful — it is **everyday-confident**.

### Microcopy Patterns
- **Primary CTA**: "Configure", "Find a Dealer", "Test Drive", "Build Your VW"
- **Secondary**: "Discover", "Explore", "Compare Models"
- **Form error**: "Please enter a valid postcode."
- **Empty state**: "No matches found near you. Expand your search radius."
- **Confirmation**: "Your build has been saved."

### CTA Verb Conventions
- **Configure** — the order-flow entry verb (German automotive standard)
- **Discover** — exploration verb on technology / ID. pages
- **Explore** — for specs, sustainability, We Connect
- **Find** — for dealer / charging-station locator
- **Test Drive** — direct booking verb

### Empty States
On the configurator, an unselected option shows the base trim with a quiet "Select" prompt. Inventory empty states suggest expanding the search radius rather than showing illustrations.

### Headline Voice
Headlines lean on **brand-promise statements**: "Das Auto" (the historic German tagline, occasionally invoked), "We make the future real", "Mobility for generations". Sub-heads use **plainspoken capability claims**: "Up to 700 km WLTP-est. range", "0–100 in 6.6 s".

Volkswagen.com is **partial-dark**: cobalt-navy hero bands (`#001e50`) appear within otherwise light pages, and the deep-navy footer (`#000914`) anchors every page. The ID. EV sub-brand introduces electric-cyan bands (`#00b0f0`) — a chromatic accent rather than a true dark variant.

The full **We Connect** customer portal offers a complete dark-mode variant, and **MIB3** (the in-vehicle infotainment) runs dark by default with the same token bundle inverted.

If implementing a full dark variant:
- Swap `bg #ffffff → #001e50`
- Swap `bg-soft #f4f5f7 → #0a2e6a`
- Swap `text-ink #001e50 → #ffffff`
- Swap `text #3c3c3c → #d6dce4`
- Brand stays `#001e50` but consider `#1a4a8a` for legibility on dark
- Borders shift to `rgba(255,255,255,0.18)`
- Card surface becomes `#0a2e6a`

Volkswagen.com inherits from three traditions: **post-war German people's-car print advertising** (the famous Helmut Krone / Doyle Dane Bernbach 1959–60s VW Beetle ads — "Think small", "Lemon" — that defined modern automotive minimalism), **Bauhaus geometric discipline** softened into people's-car approachability via 12px radii and pill CTAs, and **VW Group internal design system** (shared with Audi, Porsche, Škoda, SEAT) which provides the bespoke font duo and the cobalt-navy chromatic loyalty.

What VW rejects: it rejects Audi's monochrome severity (VW commits to chromatic blue), BMW's corporate-blue formality (VW's blue is deeper, friendlier), Ford's American-pill mainstream (VW pairs pill with German-precision navy), and Mercedes' luxury soft-modernism (VW's softness reads as approachable, not opulent). The brand commits to **everyday confidence**: cobalt navy, friendly geometry, optimistic photography.

- **Helmut Krone / DDB / VW Beetle 1959 campaign** — "Think small" — the foundational VW marketing voice — https://en.wikipedia.org/wiki/Helmut_Krone
- **Bauhaus** — geometric clarity softened into people's-car approachability
- **MetaDesign / VW Head + VW Text 2019** — bespoke corporate font duo
- **VW Group internal design system** — shared with Audi, Porsche
- **Volkswagen circular roundel** — the heritage logomark — https://www.volkswagen.com/

## Do's and Don'ts

### Do
- Use VW Cobalt Navy `#001e50` for every primary CTA — never substitute
- Set body type at weight 400 — VW Text's body weight
- Set display type at weight 700 — VW Head's monumental weight
- Open every section with a 13/700 uppercase eyebrow at 0.10em tracking
- Use **pill-radius (9999) buttons** — the friendly-German signature
- Use **soft 12px radii** on cards — soft-modernist family-friendly geometry
- Reserve ID. Electric Cyan `#00b0f0` for the ID. EV sub-brand exclusively
- Trust GTI Red `#cb2026` only inside GTI / R-line / Performance content
- Use full-bleed everyday-aspirational photography (city light, family contexts, charging at home)
- Render the VW roundel in monochrome navy-on-white or white-on-navy — never coloured
- Use "Configure" as the configurator entry verb — German automotive standard

### Don't
- Use rectangular CTAs — VW's pill is non-negotiable (this is the Audi-vs-VW distinction)
- Use sharp 0-radius cards — VW cards are 12px soft, not Audi-sharp
- Use ID. cyan `#00b0f0` outside the ID. sub-brand — the cyan is sacred
- Apply GTI red `#cb2026` outside performance contexts
- Substitute the VW roundel with a "Volkswagen" wordmark — the roundel is the only logomark
- Use uppercase headlines — uppercase is reserved for 13px eyebrows and 14px CTAs
- Apply pure-black shadows — VW shadows are navy-tinted
- Use italic in body or display — italic is press-release dateline only
- Use studio-isolated photography (Audi-style) — VW photography is environmental and friendly
- Use "Build & Price" — VW's verb is "Configure"

### Quick Color Reference
- Primary CTA: VW Cobalt Navy `#001e50`
- Background: White `#ffffff`
- Heading text: Cobalt Navy `#001e50`
- Body text: `#3c3c3c`
- Muted text: `#6a7280`
- Dark surface: `#001e50`
- Deep navy footer: `#000914`
- Hairline border: `#dde1e6`
- ID. Cyan (EV only): `#00b0f0`
- GTI Red (Performance only): `#cb2026`

### Example Component Prompts
- "Create a Volkswagen hero section with full-bleed Golf or ID.Buzz photography in friendly city light (16:9), a 72px VW Head 700 model name on the bottom-left in `#001e50`, a 13px uppercase eyebrow ('THE NEW ID.7 TOURER') above it tracked at 0.10em in `#001e50`, and a primary cobalt-navy pill 'Configure' button + ghost 'Find a Dealer' button — both 14/700 pill-radius 9999."
- "Design a 4-up vehicle card grid where each card sits on `#ffffff` with a 1px `#dde1e6` border at **12px radius**, holds a 16:9 transparent-PNG vehicle render at top, then optional ID./GTI badge, a 24/700 model name, a starting price line, and a 14/700 'Configure →' link in `#001e50`. Hover lifts card 2px with navy-tinted shadow."
- "Build an ID. EV sub-brand band: background `#00b0f0`, navy 56/700 headline ('Charged for tomorrow'), 18/400 body lead in `#001e50`, navy-on-white pill CTA. 96px vertical padding."
- "Create a configurator step with a 4-up tile grid; each tile is white with a 1px `#dde1e6` border at **8px radius**, 16×20 padding. Selected state: border 2px `#001e50` with subtle inner glow."
- "Design a VW uppercase eyebrow component: 13px VW Head 700, letter-spacing 0.10em, color `#001e50`, sits above every section headline with 16px bottom margin."
- "Make a sticky white nav with the circular VW roundel (48×48 monochrome navy) at far left, five 14/500 nav links centre (Models / ID. / Sustainability / Shop / Owners), three utility icons right, 72px height, 1px bottom border `#dde1e6`."

### Iteration Guide
1. Verify the pill-radius CTA — if a button is rectangular, the brand reads as Audi, not VW.
2. Check the cobalt-navy `#001e50` is on every primary CTA, link, and the roundel — never substitute.
3. Confirm cards use soft 12px radii — sharp 0-radius cards drift into Audi territory.
4. Ensure section eyebrows are uppercase 13/700 at 0.10em — friendly-German tradition.
5. Hold ID. cyan `#00b0f0` for the ID. EV sub-brand only — using cyan on a Golf page misreads the brand.
6. Hold GTI red `#cb2026` for GTI / R-line / Performance content only.
7. Photography should be **everyday-aspirational** — city light, family road trips, charging at home — not studio-isolated luxury.
8. Use "Configure" as the configurator verb — German automotive standard, distinct from Ford's "Build & Price".
9. The VW roundel must be monochrome — coloured roundels misread the brand.